Next Up at Amazon-Run Whole Foods: Half-Priced Halibut Steaks

Here's how JPMorgan's analysis of Prime's various perks breaks down JPMorgan

Co-founder and Chief Executive of Whole Foods, John Mackey told Reuters, "This brand new loyalty strategy will put into test whether Amazon's $13.7 billion deal with Whole Foods accompanies an intensified price war and disturbance to the USA grocery industry of $800 billion which is dominated by Kroger Co and Walmart Inc". Amazon is going to give 10% off on all sale items at Whole Foods supermarkets along with discounts on selected popular items.

But for now, deal hunters will have to shop in Florida.

The savings are rolling out initially to the Whole Foods stores in Florida, but will expand to all U.S. Whole Foods Market and Whole Foods Market 365 stores this summer.

Among the perks include 10 percent off hundreds of sale items and rotating weekly specials. The move comes less than a year after Amazon announced plans to acquire Austin-based Whole Foods for $13.7 billion.

To take advantage of the new program, Prime members will need the Whole Foods mobile app, where they sign in with their Amazon account and then scan the app's "Prime Code" barcode at checkout to apply the appropriate discounts.

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The company said, however, that the integration of Whole Foods was among the fastest startups of a new Prime program.

And in February, Amazon started using Whole Foods locations as depots for groceries delivered by the company's Prime Now quick delivery service. Lockers, pickup and drop-off points for Amazon package deliveries, are also now in more than 400 Whole Foods stores. That service is now available in 10 markets (Seattle is not among them).

Amazon announced today it will begin offering exclusive discounts to Prime members who shop at Whole Foods - a move that's been expected since Amazon acquired the grocer a year ago for $13.7 billion, and more recently shut down Whole Foods' rewards program and digital coupons.

Items eligible for additional Prime member discounts will be designated by special signs in Whole Foods stores.

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